However, the research also shows that only 25% of Australians can spontaneously recall a brand associated with content they’ve recently watched, highlighting a clear opportunity and headroom for creative integrations. The research shows brands that show up with creative ambition aren’t just remembered but also discussed. Says Chris Wilson, Head of Amazon Ads Brand Innovation Lab, ANZ: “Audiences are raising the bar and the opportunity for creative partnerships for brands is enormous. The research demonstrates that when brands align with content audiences are genuinely passionate about, the impact on memorability is dramatic. Says Simon Gawn, Global Strategic Advisor at Ideally: “Audiences have become fluent in the language of brand partnerships, and they’re keeping score.